This page provides a number of documents for download, under broad headings of Guidelines, Calculation Principles and Other Resources.


Guidelines for Advanced Target Linear TV Deals

On April 4, 2017, the ATSG announced that it had created guidelines for the use of advanced targets in linear TV and a detailed specification of calculation methodologies for managing advanced audience segments, to ensure marketplace consistency for buyers across media owners.

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First-Party Advanced Audience Data: Considerations and Guidelines

The use of first-party data is increasing in the linear TV advertising marketplace, for planning and activation. This document discusses key aspects that need to be considered when using these data in national linear TV deals.

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Stability of Advanced Target Impressions Delivery

As with demographic deals, advanced target delivery is affected by statistics and logistics. This document provides an overview of key drivers of stability and lays out some best practices.

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Guidelines for Cross-Platform Target Definition 

As the industry moves towards cross-platform measurement and activation, a key consideration is target definition consistency – does my linear target align with my digital target sufficiently well for a meaningful cross-platform deal to be developed? This guidelines document sets out a transparent approach to assessing target consistency via basic metrics of target size and profile.

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Calculation Principles

Calculation Principles Document

This document gives methodological instructions for Universe, Impressions and Ratings Calculations for Advanced Target Deals. This is a fairly detailed document designed to ensure that audience calculations are consistent and transparent.

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Comparison of Alternative Advanced Target Reporting Methods

This paper examines alternative approaches to the issue of latency in audience estimates for advanced targets.”

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Other Resources

Covid-19: Considerations for Advanced TV Data Sets – August 2020

This document outlines some of the key research and data considerations and best practices arising as a result of the pandemic, including consumer behavior and viewing patterns, programming and research implications.

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ARF – Audience Measurement 2017 Presentation

The ATSG work was highlighted at the 2017 ARF AMS Conference in a presentation titled “Order Out Of Chaos – Advanced Targets for Linear TV”.

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Pre-defined Advanced Targets

The Group has defined a set of 110 targets based on syndicated Nielsen databases (Nielsen/GfKMRI Fusion, Nielsen Buyer Insights and Nielsen Catalina Solutions (NCS). These targets are category-specific rather than brand-specific and are designed to provide some standardization around some much-used but loosely defined concepts such as “movie-goers” and “auto-intenders”. These targets are not prescriptive in any way: the ATSG recognizes that there are other advanced audience definitions that may be more relevant for an advertiser but these are intended to provide a useful start point for discussion and a benchmark for plans based on other audience definitions from other sources.

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Data Labeling

At the 2017 ARF Audience Measurement Conference, The ATSG’s Jonathan Steuer suggested the concept of labeling data sets, in a similar way to food nutrition labels, as a way of helping data users understand the pros and cons of different data sets in a simple way.

There are various initiatives that arose from this suggestion, including an ATSG focus on labeling TV measurement data sets. These data sets have proliferated: TV measurement data was once available only via dedicated measurement services (people meter panels, set meters, diaries) but the last decade has seen the introduction of multiple services from return path data sources such as set top box data and smart TV. Services vary in terms of sample sizes and coverage, and there are differences in metrics reported (eg devices/homes/people) and granularity of data. These data sets are often matched with advanced target data for planning and attribution purposes, and the quality of results obtained is determined by factors such as coverage, granularity and sample size. With these and other considerations in mind, the ATSG has created two data label formats – summary and detailed.

Summary Data Label – Download now

Detailed Data Label – Download now